Tennis Australia Launches Global Marketing Leadership Forum at the Australian Open
Exclusive summit convenes top marketing executives alongside the first Grand Slam of the year to explore the future of sport and brand engagement
Tennis Australia has announced the staging of a global marketing leadership forum concurrently with the 2026 Australian Open in Melbourne, bringing together senior executives from the world’s leading brands and agencies to discuss emerging trends in sports marketing and fan engagement.
The invite-only event, titled AO Matters, is scheduled for Wednesday, twenty-first January at Jolimont, with a programme of thought leadership sessions, networking opportunities and insights into the transformation of global sports partnerships at one of the world’s most prominent sporting spectacles.
AO Matters will convene approximately one hundred hand-picked chief marketing officers and senior brand leaders for a morning of moderated discussions before attendees attend world-class tennis at Melbourne Park.
The forum is designed to examine key themes shaping the future of sports commercialisation, including the festivalisation of sport, innovations in fan experience and the role of emerging technologies in enhancing brand visibility and value.
It represents Tennis Australia’s commitment to positioning the Australian Open not only as an elite sporting competition but as a strategic platform for global business and cultural exchange.
Speakers confirmed for the summit include senior figures from prominent organisations across the marketing and sponsorship spectrum, reflecting the broad appeal of the Australian Open as both a competitive sporting event and a global media property.
The inclusion of thought leadership content alongside the tournament underscores the increasing importance of integrated commercial and cultural programming at major sporting events, and offers participating brands a distinctive environment to forge partnerships, exchange insights and align with the broader growth strategies of sports property owners.
Organisers note that AO Matters complements the broader commercial success of the Australian Open, which has expanded into a three-week festival featuring tennis, entertainment and experiential activations that attract a global audience.
By hosting this forum in parallel with peak tournament activity, Tennis Australia seeks to strengthen the event’s role as a catalyst for innovation in sports business and to amplify the Australian Open’s impact across audiences, stakeholders and markets worldwide.
The invite-only event, titled AO Matters, is scheduled for Wednesday, twenty-first January at Jolimont, with a programme of thought leadership sessions, networking opportunities and insights into the transformation of global sports partnerships at one of the world’s most prominent sporting spectacles.
AO Matters will convene approximately one hundred hand-picked chief marketing officers and senior brand leaders for a morning of moderated discussions before attendees attend world-class tennis at Melbourne Park.
The forum is designed to examine key themes shaping the future of sports commercialisation, including the festivalisation of sport, innovations in fan experience and the role of emerging technologies in enhancing brand visibility and value.
It represents Tennis Australia’s commitment to positioning the Australian Open not only as an elite sporting competition but as a strategic platform for global business and cultural exchange.
Speakers confirmed for the summit include senior figures from prominent organisations across the marketing and sponsorship spectrum, reflecting the broad appeal of the Australian Open as both a competitive sporting event and a global media property.
The inclusion of thought leadership content alongside the tournament underscores the increasing importance of integrated commercial and cultural programming at major sporting events, and offers participating brands a distinctive environment to forge partnerships, exchange insights and align with the broader growth strategies of sports property owners.
Organisers note that AO Matters complements the broader commercial success of the Australian Open, which has expanded into a three-week festival featuring tennis, entertainment and experiential activations that attract a global audience.
By hosting this forum in parallel with peak tournament activity, Tennis Australia seeks to strengthen the event’s role as a catalyst for innovation in sports business and to amplify the Australian Open’s impact across audiences, stakeholders and markets worldwide.
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